Not much is said about LinkedIn in the digital marketing spheres. After all, it’s considered a tool to find business professionals, which doesn’t share the constant changes of other social networks.
However, this platform does encourage professional and academic communication between workers of the same field.
We can’t leave aside that communication in LinkedIn’s ecosystem many times works best on buinsess to business marketing (B2B)
Then, if your brand is part of the B2B group, it’s important to keep up with the popular trends of the platform.
We must also keep in mind the internal communication factor since one of the biggest assets of your brand is it’s employees.
LinkedIn, an information platform for colleagues and brands
According to LinkedIn’s numbers, the number of updates viewed in its feed has jumped 60% year-over-year.
Looking at the most popular posts on LinkedIn gives us a glimpse into the mindset of its user base: professionals
According to the social network, the posts with the highest engagement last December were:
- Be the Spark, by Diane Fenning. Aspirational content inviting us to give recognition to colleagues and subordinates.
- 5 Books I loved in 2018, by Bill Gates. Microsoft’s tech tycoon recommends 5 books to read. Something that, without a doubt, everyone will want to read.
- Your Mos Important Assets Aren’t Your Clients, It’s Your Employees, by Bridgette Hyacinth. Author of many books about automation, leadership and digital transformation tells us about the benefit of a positive relationship with your employees.
- Black Woman Named Deputy Director of NASA’s Johnson Space Center, Making History by Teddy Grant. News and aspirational content. Grant tells us about the story of the first African-American woman to seat as deputy director of NASA’s Space Center.
- Happy Employees Are More Productive. As Simple as That! Agree? by Oleg Vishpelosky. A report on the relationship between happiness on the job and productivity, educational content.
- The World’s Most Successful People Don’t Actually Start Work at 4 a.m. They Wake and Work Whenever the (Heck) They Decide, by Jeff Haden. Aspirational content, Haden gives us a glimpse into the habits of the most successful people.
- What I Learned at Work This Year by Bill Gates. Gates narrates, through his experience, the new challenges in the workplace and how to overcome them.
- Warren Buffet Says You Should Hire People With These 3 Traits, but Only 1 Will Point to a Truly Successful Employee by Marcel Schwantes, Inc. In this article, they explain the importance of integrity and how it affects the whole business system.
- When People Ask How You Are, Stop Saying “Busy” by Robert Glazer. In his column, this entrepreneur talks about the importance of making time for others, respecting their time and separating the urgent from the important.
- Leading From Hurt Versus Leading From Heart by Brene Brown. Proffesor of Research at the University of Houston, Brown presents in her paper the importance of leading from a passion for the job than the need of filling an emotional void.
What are these articles saying about the users?
The easiest thing to spot is that aspirational content is the king of LinkedIn. Work professionals and entrepreneurs like to know about the insides of successful people and what to do to become like them.
It’s no surprise that Bill Gates is in that list twice and with very different contents. The first one opens up a small window inside his personal life and free time. The second one talks about what happens during his business hours.
Also, LinkedIn users want to know how to be better at their current jobs. That’s why informative content about good habits and practices are so popular. It’s important to note that the most popular content doesn’t seem to go to one group, it can work for both freelancers and office workers.
Then, advice like the one given by billionaire Warren Buffet and how to maintain a positive work environment become quality content for these users.
These insights can help us keep a line of communication that impacts on LinkedIn users in a way that best benefits us. Using content focused on aspirations and best work practices we are more likely to get the desired objective.
sources
business.linkedin.com
www.socialmediatoday.com
www.searchenginejournal.com